Principles of Marketing - Chapter 12

A company makes thousands of stickers advertising a new product they are creating and hires a crew to place them on walls and doors throughout the city. This is an example of _____.

guerrilla marketing

Today, marketing promotion is often called integrated marketing communication (IMC) because _____.

it incorporates a number of different media

A successful marketing campaign begins with first determining _____.

objectives

In the world of search engine optimization, _____ search results are unpaid listings that appear solely because of their relevance to the search terms entered when conducting an Internet search.

organic

Which element of a marketing campaign plan identifies which team or team member is responsible for executing each step?

ownership

In the past, marketers relied on _____ far more than they do now.

print media

After a prospective customer becomes an actual customer, the use of _____ can help deepen and individualize the relationship.

social media

To build relationships with potential customers and to discover their needs, marketers should provide their sales teams with which tools?

surveys

Target audiences are identified through which of the following campaign plan components?

tactics

True or false: Figuring out what to measure starts with considering the overall goals and objectives of both the marketing team and the organization overall.

true

True or false: Mass marketing has very little direct contact with its customers.

true

True or false: Qualifying a lead involves confirming that the lead actually has a recognized need for the offering and the ability to pay for it.

true

True or false: The goal of helping to move prospective customers through the purchasing process successfully is shared by both the marketing and sales functions.

true

Which of the following PR tools would be utilized in thought leadership? Select all that apply.

- A day-of-community-service event - A white paper focused on research and development

The key messages that make up a marketing campaign should do which of the following? Select all that apply.

- Express the main idea that the marketers want the target audience to remember. - Resonate with the target audience so they pay attention and decide that the message is important.

Department-level KPIs include which of the following? Select all that apply.

- The number of qualified new leads generated - The percentage of leads who are converted into customers

As the prospective customer becomes an actual customer, IMC tools such as _____ can help deepen and individualize the relationship. Select all that apply.

- emails - surveys - social media

When a contact recognizes that he wants to give serious consideration to the company's products, tools such as _____ can help him understand the product features and benefits he will enjoy. Select all that apply.

- free trial offers - demonstrations - product comparisons

The number and variety of marketing communication tools have proliferated with the expansion of _____. Select all that apply.

- the internet - social media - mobile technologies

A consumer sales promotion technique might include which of the following?

Creating a point-of-sale display

A CRM system generally captures and maintains information that is very useful to the sales and marketing process. Which types of information does the CRM system capture?

Current and prospective customer information and the businesses interaction with them

Which of the following would be an example of a company-level key performance indicator (KPI)?

Customer satisfaction ratings

What are the first three planning steps marketers take to define what they want to accomplish and with whom?

Determine the target market purpose and objectives for IMC campaign, set S.M.A.R.T. goals

Which public relations tool may take the form of a product review written by a well-known blogger?

Influencer/analyst relations

Which of the following is an advantage of having a sales promotion?

It will induce consumers to take immediate action.

What are the vital roles marketers play in supporting the sales process?

Marketers provide tools to the salespeople to assist them in closing deals.

Which of the following is NOT an example of a key performance indicator of sales and revenue generation?

Number of qualified leads

The third stage in the consumer decision-making process involves identifying and evaluating alternatives. Which stage in the sales process parallels this stage?

Presenting a solution and resolving concerns

Before beginning a campaign, the marketers should take into account which risk?

That resources may be in short supply

To begin an action plan, what must a marketer know first?

The campaign deadline date, any date conflicts, and the people's time limitations and availabilities

Which types of marketing tools are helpful to salespeople at the beginning of the sales process?

Trade shows and conferences

A paid form of communication from a specific source or sponsor that accentuates goods, services, and/or ideas, of the sponsor is the definition of _____.

advertising

Mass marketers must distribute their products through various retail outlets alongside their _____.

competitors

A marketing team is trying to measure the success of its paid media choices. This would involve taking which KPI into account?

costs per impression

The key to effective direct marketing activity depends on the use of _____.

databases

The sales process begins with _____.

determine where to focus the attention

It is important for a business to secure a _____ that is memorable and functional for the business when beginning a website marketing campaign.

domain name

The primary message of a marketing campaign is sometimes referred to as a(n) _____.

elevator pitch

The first step in measuring results following an IMC campaign is to _____.

establish standards for IMC effectiveness.

True or false: A detailed budget listing the specific elements that require out-of-pocket spending and how much they cost should be put together before the promotional mix is outlined.

false

True or false: IMC encourages marketers to think about communication in a way that looks at each means of communication separately.

false

True or false: It is always easier to communicate effectively when moving against the current consumer demand than with it.

false

What is one of the major factors for success of a marketing campaign?

having a clear and consistent message

The term _____ marketing communications, or IMC, is often used to refer to the promotion aspect of the marketing mix.

integrated

The process involving coordination of a variety of different communication tools used to deliver a common message and impact customers' perceptions and behavior is known as _____.

integrated marketing communication

Simply put, IMC is the use of various _____ to promote brand messaging in a way that reinforces one another and further promotes the brand.

media

At the center of any successful marketing activity is a(n) _____, which should ideally be solid, clear, and consistent.

message

To support a primary message, the marketers should establish at least one (but preferably more) _____ to substantiate that message.

message pillars

Which of the following have caused the number and variety of marketing tools to proliferate in recent years?

mobile technologies

In the past, _____ had a greater role in marketing than it does today.

newspaper advertising

Mass marketing has _____ direct contact with its customers.

very little